Professional Documents
Culture Documents
PROJECT REPORT
Submitted by
R.KOLANTHAVEL
Register No: 732812631015
JUNE-2014
ii
PROJECT REPORT
JUNE -2014
This is to certify that the project entitled A STUDY ON CUSTOMER
SATISFACTION TOWARDS AFTER-SALES-SERVICE OF
SELECTED SAMSUNG ELECTRONIC PRODUCTS WITH SPECIAL REFERENCE TO ASCENT E-DIGIT SOLUTIONS (P)
LTD, ERODE CITY
is a bonafide record of project work done by
R.KOLANTHAVEL
Register No: 732812631015
of MBA Degree during the year 2012- 14
-------------------------Project Guide
---------------------HOD
------------------------Internal Examiner
-----------------------External Examiner
DECLARATION
being
R.KOLANTHAVEL
732812631015
iii
ACKNOWLEDGEMENT
First I thank and praise the God and parents for the countless blessings that they
showered upon me to complete this project work.
ABSTRACT
The Research study titled A STUDY ON CUSTOMER SATISFACTION
TOWARDS AFTER-SALES-SERVICE OF SELECTED SAMSUNG ELECTRONIC
PRODUCTS WITH - SPECIAL REFERENCE TO ASCENT
E-DIGIT SOLUTIONS
(P)LTD. ERODE CITY was conducted to find out the product awareness and perception
about ascent e-digit showroom.
The main objective of the study is to study the level of satisfaction towards after
sales-sales-service-of selective Samsung electronic products. The Research Methodology
used is descriptive research design and Random Sampling Technique was used with a
sample size of 300.
Primary data collections were made through a questionnaire. Secondary data were
collected from the past records and through websites. After the data collection, tools used
for the analysis were Percentage Analysis, Chi-Square, ANOVA Analysis, and Factor
Analysis. SPSS package was used in analysis. Colum charts were drawn.
From the analysis, it was found that the majority of the respondents are having
product awareness and perception about the ascent e-digit showroom. Suggestions were
provided for the product awareness and perception about to small reached for the
customer. It providing should be clear on the product awareness for ascent e-digit
showroom.
TABLE OF CONTENTS
CHAPTER NO
PARTICULAR
PAGE NO
ABSTRACT
LIST OF TABLES
vii
LIST OF CHARTS
viii
1-17
14
15
16
17
II
REVIEW OF LITERATURE
18
III
RESEARCH METHODOLOGY
22
IV
26-51
26
41
4.3 Anova
48
50
52-55
5.1 Findings
52
5.2 Suggestion
54
5.3 Conclusion
55
APPENDIX
56
BIBLIOGRAPHY
61
LIST OF TABLE
TABLE NO
TABLE
PAGE NO
Gender
26
Age
27
Marital status
28
Education
29
Occupation
30
Income
31
32
33
Mode of purchase
34
10
35
11
36
12
37
13.1
38
13.2
39
40
14
LIST OF CHART
CHART NO
CHART
PAGE NO
Gender
26
Age
27
Marital status
28
Education
29
Occupation
30
Income
31
32
33
Mode of purchase
34
10
35
11
36
12
37
13.1
38
13.2
39
40
14
CHAPTER I
INTRODUCTION
1.1 INTRODUCTION OF THE STYDY
CUSTOMER SATISFACTION:
Customer satisfaction is defined as the degree of satisfaction provided by the
goods or services of a company. This is usually gauged by the number of customers
making repeat purchases. Customer satisfaction is critical if a company is to register high
sales profits. Customer satisfaction is a term frequently used in marketing. It is a measure
of how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or percentage
of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals.
"In a survey of nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and monitoring their
businesses. It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy."Within organizations, customer satisfaction
ratings can have powerful effects.
They focus employees on the importance of fulfilling customers expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability. These metrics quantify an important dynamic. When a brand has loyal
customers, it gains positive word-of-mouth marketing, which is both free and highly
effective."
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction."In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls short,
they will be disappointed and will likely rate their experience as less than satisfying. For
1
this reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget moteleven though its facilities and service would be deemed superior in
'absolute' terms."The importance of customer satisfaction diminishes when a firm has
increased bargaining
power.
For
example, cell
phone plan
providers,
such
as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few
suppliers of a certain product or service exist.
As such, many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be far too low, and customers would easily have the
option of leaving for a better contract offer. There is a substantial body of empirical
literature that establishes the benefits of customer satisfaction for firms.
Purpose:
company
has
History:
1969 to 1987: Early years:
Samsung Electric Industries was established as an industry Samsung Group in
1969 in Suwon, South Korea. Its early products were electronic and electrical appliances
including televisions, calculators, refrigerators, air conditioners and washing machines. In
1970, Samsung Group established another subsidiary, Samsung-NEC, jointly with Japan's
NEC Corporation to manufacture home appliances and audiovisual devices. In 1974, the
group expanded into the semiconductor business by acquiring Korea Semiconductor, one
of the first chip-making facilities in the country at the time. The acquisition of Korea
Telecommunications, an electronic switching system producer, was completed at the start
of the next decade in 1980.
By 1981, Samsung Electric Industries had manufactured over 10 million blackand-white televisions. In February 1983, Samsung's founder, Lee Byung-chull, made
an
announcement later dubbed the "Tokyo declaration", in which he declared that Samsung
intended to become a DRAM(dynamic random access memory) vendor. One year later,
Samsung became the third company in the world to develop a 64kbDRAM.[citation
needed] In 1988, Samsung Electric Industries merged with Samsung Semiconductor &
Communications to form Samsung Electronics.
19881995: Consumer struggles:
Samsung Electronics launched its first mobile phone in 1988, in the South Korean
market. Sales were initially poor and by the early 1990s Motorola held a market share of
over 60 percent in the country's mobile phone market compared to just 10 percent for
Samsung. Samsung's mobile phone division also struggled with poor quality and inferior
products until the mid-1990s and exit from the sector was a frequent topic of discussion
within the company. Samsung Electronics acquired a 40 percent stake in AST Research, a
United States-based personal computer maker, for US$378 million in February 1995.
19952008: Component manufacturing:
It was decided by Lee Kun-Hee that Samsung needed to change strategy. The
company shelved the production of many under-selling product lines and instead pursued
a process of designing and manufacturing components and investing in new technologies
for other companies. In addition, Samsung outlined a 10-year plan to shrug off its image
as a "budget brand" and to challenge Sony as the world's largest consumer electronics
manufacturer. It was hoped in this way Samsung would gain an understanding of how
products are made and give a technological lead sometime in the future. This patient
vertical integration strategy of manufacturing components has borne fruit for Samsung in
the late-2000s.
As Samsung shifted away from consumer markets, the company devised a plan to
sponsor major sporting events to remain in the public eye. One such sponsorship was for
the 1998 Winter Olympics held in Nagano, Japan.
As a chaebol, Samsung Group wielded wealth that allowed the company to invest
and develop new technology rather than build products at a level which would not have a
detrimental impact on Samsung's finances.
Samsung had a number of technological breakthroughs particularly in the field of
memory which are commonplace in most electrical products today. This includes the
world's first 64Mb DRAM in 1992, 256 Mb DRAM in 1994, 1Gb DRAM in 1996. In
2004, Samsung developed the world's first 8Gb NAND Memory chip and a
manufacturing deal was struck with Apple in 2005. A deal to supply Apple for memory
chips was sealed in 2005 and, as of October 2013, Samsung remains a key supplier of
Apple components, manufacturing the A7 processors that are inside the phone 5s model.
2008 to present: Consumer products:
The Samsung word mark as it appears on many Samsung products, The Samsung
display at the 2008 International Funkausstellung in Berlin For four consecutive years,
from 2000 to 2003, Samsung posted net earnings higher than five-percent; this was at a
time when 16 out of the 30 top South Korean companies ceased operating in the wake of
the unprecedented crisis.
In 2005, Samsung Electronics surpassed Japanese rival, Sony, for the first time to
become the world's twentieth-largest and most popular consumer brand, as measured by
Interbred.
In 2007, Samsung Electronics became the world's second-largest mobile-phone
maker, overtaking Motorola for the first time. In 2009, Samsung achieved total revenues
of US$117.4 billion, overtaking Hewlett-Packard to become the world's largest
technology company measured by sales.
In 2009 and 2010, the US and EU fined the company, together with eight other
memory chip makers, for its part in a price-fixing scheme that occurred between 1999
and 2002. Other companies fined included Infineon Technologies, Elapid Memory and
Micron Technology. In December 2010, the EU granted immunity to Samsung
Electronics for acting as an informant during the investigation (LG Display, AU
Optronics, ChimeiInnoLux, Chunghwa Picture Tubes and HannaStar Display were
implicated as result of the company's intelligence).Despite consistent growth, Samsung,
along with its chairman Lee Kun-hee, has developed a reputation for insecurity regarding
its financial stability and the potential for future crises to arise. After returning from a
temporary retirement period in March 2010, Kun-hee stated that "Samsung Electronics'
future is not guaranteed because most of our flagship products will be obsolete in 10
years from now."Samsung has emphasized innovation in its management strategy since
the early 2000s and it again highlighted innovation as part of core strategies when it
announced the Vision 2020 in which the company set an ambitious goal of reaching $400
billion in annual revenues within ten years. In order to cement its leadership in the
areas
of memory chip and television production, the company has invested aggressively in
research and development. The company has 24 research-and-development centers
around the world.
In April 2011, Samsung Electronics sold its HDD commercial operations to
Seagate Technology for approximately US$1.4 billion. The payment was composed of
45.2 million Seagate shares (9.6 percent of shares), worth US$687.5 million, and a cash sum
for the remainder.
In the first quarter of 2012, the company became the highest-selling mobile phone
company when it overtook Nokia, selling 93.5 million units compared to Nokia's 82.7
million units. Samsung also became the largest smart phone vendor as a result of strong
sales of its Galaxy SII and Galaxy Note devices.
In May 2013, Samsung announced that it had finally managed to test speedenhanced fifth generation (5G) technology successfully.
In April 2013, Samsung Electronics' new entry into its Galaxy S series smart
phone range, the Galaxy S4 was made available for retail. Released as the upgrade of the
best-selling Galaxy S III, the S4 was sold in some international markets with the
companys Exynos processor.
In July 2013, Samsung Electronics forecasted weaker than expected profits for its
April to June quarter. While analysts expected around 10.1 trillion won, Samsung
Electronics estimated an operating profit of 9.5 trillion (US$8.3 billion). During the
same month, Samsung acquired the media streaming device manufacturer Boxee for a
reported $30 million.
On August 5, 2013, invitations were received for the "Samsung Unpacked 2013
Episode 2" event on September 4, 2013 in Berlin, Germany during the annual IFA
conference. While the invitation does not present any details of the event, industry figures
stated that the launch of the Galaxy Note III device is expected, as Samsung used the
2012 IFA conference to launch the Galaxy Note II.
Samsungs mobile business chief Shin Jong-kyun stated to the Korea Times on
September 11, 2013 that Samsung Electronics will further develop its presence in China
to strengthen its market position in relation to Apple. The Samsung executive also
confirmed that a 64-bit smart phone handset will be released to match the ARM-based A7
processor of Apple's iPhone 5s model that was released in September 2013.
Products:
By 2004 Samsung was the world's-largest manufacturer of OLEDs, with a 40
percent market share worldwide, and as of 2010 has a 98% share of the
global AMOLED market. The company generated $100.2 million out of the total $475
million revenues in the global OLED market in 2006. As of 2006, it held more than 600
American patents and more than 2,800 international patents, making it the largest owner
of AMOLED technology patents.
Samsung's current AMOLED smart phones use its Super AMOLED trademark,
with the Samsung Wave S8500 and Samsung i9000 Galaxy S being launched in June
2010. In January 2011, it announced its Super AMOLED Plus displays which offer
several advances over the older Super AMOLED displays real stripe matrix (50 percent
more sub pixels), thinner form factor, brighter image and an 18 percent reduction in
energy consumption.
In October 2007, Samsung introducing a ten-millimeter thick, 40-inch LCD
television panel, followed in October 2008 by the world's first 7.9-mm panel. Samsung
developed panels for 24-inch LCD monitors (3.5 mm) and 12.1-inch laptops (1.64 mm).
In 2009, Samsung succeeded in developing a panel for forty-inch LED televisions, with a
thickness of 3.9 millimeters (0.15 inch). Dubbed the "Needle Slim", the panel is as thick
(or thin) as two coins put together. This is about a twelfth of the conventional LCD panel
whose thickness is approximately 50 millimeters (1.97 inches).While reducing the
thickness substantially, the company maintained the performance of previous models,
including full HD resolution; 120 Hz refresh rate, and 5000:1 contrast ratio. On
September 6, 2013, Samsung launched its 55-inch curved OLED TV (model KE55S9C)
in the United Kingdom with John Lewis.
In early October 2013, the Samsung Corporation disseminated a press release for
its curved display technology with the Galaxy Round smart phone model. The press
release described the product as the "worlds first commercialized full HD Super
AMOLED flexible display." The manufacturer explains that users can check information
such as time and battery life when the home screen is off, and can receive information
from the screen by tilting the device.
1
0
Samsung CLP-365WRs.17,299
Samsung ML-2166WRs.6,500
Samsung ML-3310DRs.8,499
Samsung ML-1866WRs.7,499
Samsung ML-3310NDRs.16,999
Samsung ML-3710NDRs.26,999
Samsung ML-6510NDRs.74,999
Samsung ML-5510NDRs.58,999
11
Secondary Objective:
To identify the customer expectation regarding after sales service of Samsung
products.
To find out the perception of response towards after sales of Samsung brand.
To identify the customer awareness about after sales service provided by Samsung
dealers.
To identify the level of satisfaction among Samsung customers.
The response given by the respondents may not be true, which may be subject to
change.
The minimum respondents are not able to understand the question. So the missing
the value.
The time of the study short duration so extra data not include.
CHAPTER II
REVIEW OF LITERATURE
Goffin,Slater (1994) After-sales service has emerged as a major source of
competitive manoeuvring, so firms strive for competitive advantages with their after-sales
service portfolio to differentiate offers from competitors.
Larissa,(1994) The concept of customer service has been a generic term used by
industry and academia to describe a set of activities in which a firm engages to win and
keep customers. Simply differentiation of customer service refers it to a variable that
expands the image of a product and thereby offers the possibility of market dominance.
Adrian, (1995) In todays marketing environment, an increasingly important
source of competitive advantage is the way we serve customers. In recent years, more and
more organizations focus their attention on retaining existing customers rather than
attracting new ones.
Arvinder, (1996) An after-sales support strategy associated with a product may
include elements such as warranty provision, extended service contract provision,
availability of repair service, loan availability, toll-free phone support, etc.
Cohen and Whang, (1997) All of them believed that large number of extra aftersales service plans to consumers will lead to customer satisfaction and retention as well
as higher profitability.
According to Eppientte,(1997) customer service has been emerging as a
competitive weapon for business firms. He mentioned. it is becoming harder and harder
to complete o manufacturing excellence alone. Manufactures who thrive. Will complete
by bundling services with products . of course, use of customer service, as a form of
competition does not apply only to manufacturers. With the economy becoming
increasingly service based and new kinds of services being offered continually.
Rosen and Surprenant, (1998) Studied whether after sales service is enough for
the long relationship with customers. They selected two different industries with 220
respondents, while open ended questionnaire was used to collect the data. Both
descriptive and qualitative analyses were used to analyze the data. Results showed that
after sales service is marketing tool that create and establish long term relationship with
customers through good communication and flexibility.
Loomba, (1998) The last few decades have seen a growing trend toward
aggressive global competition, increased marketplace demands, and technological
changes. These developments are forcing organizations to take closer look at their
marketing channel strategy including addressing the issue of how to distribute their
products and offer associated after-sales service support. Many value-conscious
consumers are demanding that a companys products offer more value than its
competitors products not only in its design and manufacturing, but also in product
delivery and support.
Lyer, (1998) In coordinating distribution channels through contractual
arrangements; manufacturers must deal with retailers who compete not only in price, but
also in important non-price factors such as in store services, after sales support or faster
check-out. Coordinating the price and non-price competition among retailers can be a
difficult task.
Tore and Uday, (2003) Providing the proper after sales service is very important
for firms and customers. Traditionally, support merely constituted maintenance, service
and repair. However, as the scope of product support has broadened over the past decade,
it has also included such aspects as installation, commissioning, training, maintenance
and repair services, documentation, spare parts supply and logistics, product upgrading
and medications, software, and warranty schemes, telephone support, etc.
Chien, (2005) also agreed that free basic after-sales service plays an important
role in attracting more customer attention in a market with severe brand competition.
Offering adequate after-sales service to customers has become a major generator of
revenue, profit, and competency in modern industries.
Saccani,(2007) Defined after-sales service for manufactured goods as the set of
activities taking place after the purchase of the product, devoted to supporting customers
in the usage and disposal of goods.
Gaiardelli,(2007) Define after sale service as those activities taking place after
the purchase of the product and devoted to supporting customers in the usage and
disposal of the goods.
Ensure that a product is available for trouble-free use over its useful life span and
guarantee the continuous availability of goods (preventive maintenance).
2
0
important for business organizations to make their customers satisfied and delighted. The
delighted customers in turn will remain loyal and always have a positive impression
towards the company and its products. This is true because fast delivery is very crucial to
the customers to meet their usage and production requirement. Installing a quality service
and a fast response towards the warranty claim will give an indication of good quality and
value product. Future research should focus on the similar study of factors affecting
customer satisfaction in after-sales service in other prominent industries such as
automotive, construction and other manufacturing as well as service sectors so that such
constructible findings and conclusions can be generalized from study. Results indicated
to confirm on the earlier literature that there was strong relationship between the
dependent variables of customer satisfaction and three independent variables; delivery,
installation, and warranty.
21
CHAPTER III
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of study how research is done scientifically. In it we
study the various steps that are generally adopted by the researcher in studying his
research problem along with the logic behind them.
300
Samplings area
: Erode
Primary data
: Questionnaires
Research tools
Convenience Sampling
A type of non-probability sampling which involves the sample being
drawn from that part of the population which is close to hand. That is, readily available
and convenient. This sampling is used in this study.
Sample size
Sample size SS =
Zx (p) x (1 p)
C
= (1.96)*(0.5)*(1-0.5)
0.0016
=
3.8416*0.25
0.0016
=
600.25
SS = Sample Size
Z = Z-value (e.g., 1.96 for a 95 percent confidence level)
P = Percentage of population picking a choice, expressed as decimal
C = Confidence interval, expressed as decimal
Pop = Population
New
SS =
SS
( 1 + ( SS 1 ))
Pop
600
(1+(600-1)
1000
600
1.599
= 375.93
From the total population, the researcher had taken 300 samples as per their
convenience.
Pilot Study
All questionnaires should be pre-tested on a 35 sample to ensure
the
questionnaire fulfils the requirement for the data to be collected . This provides the
researcher with an opportunity to clarify the questionnaire.
Primary Data
The primary data were collected through questionnaire from customers of ascent
e-digit solutions (p) Ltd.
Secondary Data
The secondary data were collected from company profile, magazines, market
sources and internet.
are not. The quantity x describes the magnitude of the discrepancy between theory and
observation.
2
CHAPTER IV
4 DATA ANALYSIS AND INTERPRETATION
4.1 PERCENTAGE ANALYSIS
TABLE NO: 1
GENDER
SL.NO
GENDER
FREQUANCY
PERCENTAGE
MALE
147
49
FEMALE
153
51
TOTAL
300
100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents
51% of the respondents are female, and 49% of the respondents are belongs to male
category.
CHART 1
GENDER
51.5
51
Percentage
51
50.5
50
49.5
49
49
48.5
48
MALE
FEMALE
Gender
TABLE NO: 2
AGE
SL.NO
AGE
FREQUANCY PERCENTAGE
21-30 years
128
43
31-40 years
172
57
TOTAL
300
100
INTERPRETATION:
From the above table it is inferred that , among the total number respondents 57%
of the respondents are belongs to 31-40 years of age group and 43% of the respondents
are belongs to 21-30 years of age group.
CHART 2
AGE
57
Percentage
60
50
43
40
30
20
10
0
21-30 years
31-40 years
Age
TABLE NO: 3
MARTIAL STATUS
SL.NO MARTIAL STATUS
FREQUANCEY PERCENTAGE
Married
214
71
Unmarried
86
29
TOTAL
300
100
INTERPRETATION:
From the above table it is inferred that, among the total number respondents,
71% of the respondents are married and 29% of the then unmarried.
CHART 3
Percentage
MARTIAL STATUS
80
70
60
50
40
30
20
10
0
71
29
MarriedUnmarried
Martial Status
SL.NO
EDUCATION
FREQUANCY
PERCENTAGE
Illiterate
25
School Level
61
20
College
214
71
300
100
TOTAL
INTERPRETATION:
From the above table it is inferred that, among the total number respondents,
71% of the respondents are studying in college, 20% of the respondents qualification is
at school level, and 9% of them are illiterate.
CHART 4
EDUCATION
80
71
Percentage
70
60
50
40
20
30
20
10
0
Illiterate
School Level
Education
College
TABLE NO: 5
OCCUPATION
SL.NO
OCCUPATION
FREQUANCY PERCENTAGE
Agriculture
28
Business
59
20
Professional
101
34
Teacher/Professor
32
11
Employee
80
26
TOTAL
300
100
INTERPRETATION:
From the above table it is inferred that, among the total number respondents 34%
of the respondents are professional, 26% of the respondents are working as employee,
and 20% of the respondents are doing business, 11% of the respondents are
teacher/professor, and 9% of the respondents are doing agriculture.
CHART 5
Percentage
OCCUPATION
40
35
30
34
26
25
20
15
10
5
0
20
11
Occupation
30
TABLE NO: 6
INCOME
SL.NO
INCOME
FREQUANCY
PERCENTAGE
Below 10,000
Rs. 10,000-15,000
149
49
Rs. 15,001-20,000
89
30
Rs. 20,001-25,000
61
20
300
100
TOTAL
INTERPRETATION:
From the above table it is inferred that, among the total number respondents 49%
of the respondents are earning Rs. 10,000-15,000 as their income, 30% of them are
earning Rs.15,001-20,000 as their income, 20% of them are earning Rs. 20,001-25,000
as their income, and 1% is belongs to below 10,000 as their income.
CHART 6
INCOME
60
Percentage
50
49
40
30
20
30
20
10
1
0
Below 10,000Rs. 10,000-15,000 Rs. 15,001-20,000 Rs. 20,001-25,000
Income
TABLE NO: 7
CURRENTLY A PRODUCT USING BY CONSUMER
SL.NO
PRODUCT
FREQUANCY
PERCENTAGE
Washing Machine
88
29
Air Conditioner
86
29
Printer
66
22
Refrigerator
60
20
300
100
TOTAL
INTERPRETATION:
From the above table it is inferred that, among the total number respondents 29%
of the respondents are using Samsung washing machine and air conditioner, 22% of them
are using Samsung printer, and 20% of them are using Samsung refrigerator currently.
CHART 7
CURRENTLY A PRODUCT USING BY CONSUMER
35
Percentage
30
29
29
25
22
20
20
15
10
5
0
Washing Machine Air Conditioner
Printer
Refrigerator
TABLE NO: 8
GENERAL PERCEPTION ABOUT SAMSUNG
SL.NO PERCEPTION
FREQUANCY
PERCENTAGE
Excellent
151
50
Poor
104
35
Fair
45
15
300
100
TOTAL
INTERPRETATION:
From the above table it is inferred that, among the total number respondents, 50%
of the respondents are having perception as excellent about Samsung products. 35% of
them are having poor perception, and 15% of them are having fair perception respondents
are poor, and 15% of the respondents are fair perception about Samsung products.
CHART 8
GENERAL PERCEPTION ABOUT SAMSUNG
Percentage
60
50
50
40
35
30
20
15
10
0
Excellent
Poor
General Perception
Fair
TABLE NO: 9
MODE OF PURCHASE
SL.NO
MODE OF PURCHASE
FREQUANCY
PERCENTAGE
By cash on delivery
189
63
By every month
instalment
111
37
300
100
TOTAL
INTERPRETATION:
From the above table it is inferred that, among the total number respondents 63%
of the respondents are buying through cash on delivery, and 37% of them are buying
through every month instalment.
CHART 9
MODE OF PURCHASE
70
63
Percentage
60
50
37
40
30
20
10
0
By cash on delivery
Mode of Purchase
TABLE NO: 10
AWARENESS ABOUT ASCENT E-DIGIT SOLUTIONS SAMSUNG
SHOWROOM
SL.NO
AWARENESS
FREQUANCY PERCENTAGE
Television
48
16
Word of mouth
89
20
Dealer
73
24
Bill board
90
30
TOTAL
300
100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondent
30% of the respondents are aware through bill board, 24% of them are aware through
dealer, 20% of them are aware through word of mouth advertisement and 16% of them
are aware through television about ascent e-digit solutions Samsung showroom .
CHART 10
AWARENESS ABOUT ASCENT E-DIGIT SOLUTIONS SAMSUNG
SHOWROOM
35
30
Percentage
30
24
25
20
20
16
15
10
5
0
Television
Word of mouth
Dealer
Bill board
TABLE NO: 11
FREQUENCY TO GET AFTER SALES SERVICE
SL.NO
FREQUENCY
FREQUANCY
PERCENTAGE
0 time
35
12
1 time
155
51
2 times
93
31
3 times
15
4 times
TOTAL
300
100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondent
51% of the respondents are received only one time after sales service,31% of them are
received 2times after sales service,12% of them are not received any after sales
service,5% of them are received 3times and 1% of them are received 4times after sales
service from Samsung showroom.
CHART 11
FREQUENCY TO GET AFTER SALES SERVICE
60
Percentage
51
50
40
31
30
20
12
10
0
0 time
1 times
2 times
3 times
4 times
TABLE NO: 12
INFORMATION ABOUT THEIR AFTER SALES SERVICE
SL.NO
INFORMATION
FREQUANCY PERCENTAGE
91
30
Well informed
59
20
Poorly informed
121
40
Very poorly
informed
29
10
TOTAL
300
100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents
40% of the respondents are poorly informed, 30% of the respondents are very well
informed, 20% of the respondents are well informed, and 10% of the respondents are
very poorly informed about their after sales service.
CHART 12
INFORMATION ABOUT THEIR AFTER SALES SERVICE
Percentage
45
40
35
30
25
20
15
10
5
0
40
30
20
10
Information About
PRODUCT
FREQUANCY
PERCENTAGE
Washing Machine
13
Air conditioner
41
14
Printer
68
23
Refrigerator
54
18
TOTAL
176
59
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
23% of the respondents would like to buy Printer, 18% of them would like to buy
Refrigerator, 14% of them would like to buy Air Conditioner, and 4% of them would like
to buy Washing machine.
CHART 13.1
BUYING OF ANOTHER SAMSUNG ELECTRONIC PRODUCTS IN
FUTURE
Percentage
25
23
20
18
14
15
10
5
0
Washing Machine Air conditioner
Printer
Refrigerator
NOT PURCHASE
FREQUANCY
PERCENTAGE
High price
31
10
93
31
124
41
TOTAL
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
31% of the respondents here said, due to rare availability of spare parts, they not purchase
Samsung electronic goods, and 31% of them here said due to high price.
CHART 13.2
NOT PURCHASING A SAMSUNG ELECTRONICS
Percentage
35
31
30
25
20
15
10
10
5
0
High price
Not Purchasing
TABLE NO: 14
ATTRACTION OF SAMSUNG PRODUCTS AMONG TODAYS GENRATION
SL.NO
ATTRACTION
FREQUANCY PERCENTAGE
Strongly disagree
Disagree
16
Neutral
100
33
Agree
113
39
Strongly agree
67
22
TOTAL
300
100
INTREPRETATION:
From the above table it is inferred that, among the total number of respondents,
39% of the respondents are neutral, 33% of the respondents are agree, 22% of the
respondents are strongly agree, 5% of the respondents are disagree, and 1% of the
respondents are strongly disagree.
CHART 14
Percentage
5
0
39
33
22
5
1
Strongly Disagree
disagree
Neutral
Agree
Strongly
agree
Attraction of Samsung
40
.553
3785.242
Df
105
Sig.
.000
INITIAL EIGENVALUES
Total
% of Variance
Cumulative %
Total
% of Variance
Cumulative %
3.290
21.934
21.934
3.023
20.152
20.152
2.931
19.539
41.474
2.911
19.404
39.556
2.131
14.205
55.679
2.285
15.236
54.792
1.995
13.299
68.978
2.085
13.903
68.695
1.955
13.032
82.010
1.997
13.315
82.010
.859
5.730
87.740
.625
4.169
91.909
.377
2.515
94.424
.239
1.597
96.021
10
.162
1.081
97.102
11
.126
.840
97.943
12
.105
.702
98.644
13
.082
.549
99.193
14
.069
.463
99.656
15
.052
.344
100.000
.835
.043
.157
.182
-.334
-.775
.014
.438
.148
.114
Performance
.765
-.179
.061
.323
.446
Durability
.742
.135
.025
-.487
-.008
Reliability
.187
.831
-.062
-.002
-.104
-.229
.817
.090
-.240
-.019
Design style
-.012
-.789
.074
-.044
.028
Gift
-.060
.643
-.267
.287
.420
More models
-.191
.176
.853
-.211
-.145
Quality
.027
-.300
.792
.298
.050
Affordable Price
.508
-.341
.675
.148
.259
.245
.281
.094
.848
-.015
.162
.192
-.019
-.776
.085
.302
.238
.211
-.031
-.852
Quick delivery
.155
.231
.336
-.265
.813
Service
INTERPRETATION:
From the factor analysis, it is found that only the five factors are highly affected
while buying Samsung products, the first factor is offer, price, discount (0.835) and the
nd
rd
th
2 factor is reliability (0.831) and the 3 factor is more model (0.853) and the 4 factor
is after sales service (0.848) and fifth factor is quick delivery (0.813).
.456
1749.198
45
Sig.
.000
Total
% of Variance
Cumulative %
Total
% of Variance
Cumulative %
3.442
34.422
34.422
2.794
27.938
27.938
1.815
18.150
52.573
2.414
24.144
52.082
1.785
17.850
70.422
1.834
18.340
70.422
.971
9.711
80.133
.654
6.539
86.672
.465
4.648
91.319
.444
4.438
95.757
.249
2.490
98.247
.107
1.074
99.321
10
.068
.679
100.000
.880
.839
-.694
-.592
-.008
.023
.160
-.388
.162
.901
.258
.021
.162
.094
.050
.015
.900
-.007
-.545
-.034
.347
.255
-.653
.291
.048
.273
-.143
.799
.773
-.688
INTERPRATATION:
From the factor analysis, it is found that only three factors are highly affected
expectation of after sales service in ascent digit solutions. The first factor is while fault
nd
was being rectified (0.880) and the 2 factor Understands and accessing of your problem
rd
.544
2252.667
Sig.
45
.000
Total
% of Variance
Cumulative %
Total
% of Variance
Cumulative %
3.895
38.955
38.955
3.072
30.717
30.717
2.203
22.032
60.987
2.900
29.004
59.721
1.403
14.029
75.016
1.529
15.295
75.016
.798
7.985
83.000
.597
5.965
88.966
.501
5.012
93.977
.313
3.133
97.110
.168
1.682
98.792
.082
.822
99.614
10
.039
.386
100.000
-.903
-.898
.706
.620
.029
.456
.196
-.105
.578
.257
-.841
.812
-.121
.138
.053
-.193
.266
.141
.387
-.710
.346
.236
.006
-.392
.645
.113
-.388
.231
.906
.610
INTERPRATATION:
From the factor analysis, it is found that only the three factors are highly affected
satisfied with after sales services of ascent digit solutions showroom. The first factor is
nd
while fault was being rectified (0.706) and the 2 factor is time taken (0.812) and the 3
factor is Staff efficiency staff courtesy (0.906).
rd
Aim: To find the variance between the gender group of the respondents and expectation
level of about Samsung showroom.
Null Hypothesis (H0): There is no variance between the income group of the
respondents and expectation level of about ascent e-digit showroom..
Alternative Hypothesis (H1): There is a variance between the income group of the
respondents and expectation level of about ascent e-digit showroom.
ANOVA
Income
Sum of
Squares
Between
Groups
Df
Mean
Square
81.461
Within Groups
105.539
297
Total
187.000
299
40.730 114.620
Sig.
.000
.355
INTERPRATATION:
As the calculated of F value (114.620) is greater than the table value (2) at 5%
so we reject the null hypothesis and there is a close significant difference among income
and expectation factors.
ANOVA
Age
Sum of
Squares
Between
Groups
Df
Mean
Square
4.517
2.259
Within Groups
68.869
297
.232
Total
73.387
299
F
9.740
Sig.
.000
INTERPRATATION:
As the calculated F value (9.740) is greater than the table value (2) at 5%. We
reject the null hypothesis and there is close significance difference in age and satisfied
with the ascent digit showroom.
TABLE NO: 17
CHI SQUARE TABLE
PREFER THIS SHOWROOM AND FREQUENCY TO GET AFTER SALES
SERVICE
Null Hypothesis (H0):
There is no significant relationship between prefer this showroom of the
respondents and how many times did you get after sales service.
Alternative Hypothesis (H1):
There is significant relationship between prefer this showroom of the respondents
and how many times did you get after sales service.
Level Of Significance:
1.5 or 5% level of significance
CROSS TAB
HOW MANY TIMES DID YOU GET AFTER SALES SERVICE * SAT CROSS
TABULATION
Sat
Very less
Less
importance
importance
23
10
35
0.0%
15.8%
9.4%
4.3%
11.7%
31
91
33
155
0.0%
21.2%
85.8%
70.2%
51.7%
88
93
100.0%
60.3%
2.8%
2.1%
31.0%
11
15
0.0%
1.4%
1.9%
23.4%
5.0%
0.0%
1.4%
0.0%
0.0%
0.7%
146
106
47
300
100.0%
100.0%
100.0%
100.0%
0 times
1 times
How many times did you
get after sales service
2 times
3 times
4 times
Total
Count
% within sat
Count
% within sat
Count
% within sat
Count
% within sat
Count
% within sat
Count
% within sat
Total
50
Neutral
100.0%
Chi-Square Tests
Value
df
Asymp. Sig.
(2-sided)
180.233
190.464
12
12
.000
.000
Linear-by-Linear
Association
6.162
.013
N of Valid Cases
300
Pearson Chi-Square
Likelihood Ratio
a. 9 cells (45.0%) have expected count less than 5. The minimum expected
count is .01.
DEGREES OF FREEDOM
=(R-1)*(C-1)
=(5-1)*(4-1)
=(4)*(3)
=12
From the degrees of freedom with 5% level of significant the Table value,
TV = 0.000
Hence, calculated value is greater than the Table value,
CV>TV (180.233>0.000)
Null hypothesis is rejected.
INTERPRETATION:
Therefore, there is a significant relationship between preference about showroom and
frequency to get after sales service.
CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1 FINDINGS
51% of the respondents are female gender.
57% of the respondents are belongs to 31-40 years of age group.
71% of the respondents are married
71% of the respondents are studying in college.
34% of the respondents are professional.
49% of the respondents are earning Rs. 10,000-15,000 as their income.
29% of the respondents are using Samsung washing machine and air conditioner
50% of the respondents are having perception as excellent about Samsung
products.
63% of the respondents are buying through cash on delivery.
30% of the respondents are aware through bill board.
51% of the respondents are received only one time after sales service.
40% of the respondents are poorly informed.
23% of the respondents would like to buy Printer in future years.
31% of the respondents wait go for future purchase due to rare availability of
spare parts.
39% of the respondents are said that, todays generations are attracted by
Samsung.
FACTOR ANALYSIS
The following are analyzed
The extracted three factors showed a cumulative variance of 82%, which means a
good factor analysis, has been done.
The extracted three factors showed a cumulative variance of 70%, which means a
good factor analysis, has been done.
The extracted three factors showed a cumulative variance of 75%, which means a
good factor analysis, has been done.
ANOVA ANALYSIS
The following are interpreted
There is a variance between the income group of the respondents and expectation
level of about ascent e-digit showroom.
There is a variance between the age group of the respondents and satisfaction
level of about ascent e-digit showroom.
CHI-SQUARE ANALYSIS
The following are analyzed
There is significant relationship between prefer this showroom of the respondents
and how many times did you get after sales service.
5.2 SUGGESTION
Samsung e-digit solutions have to provide adequate and updated information
about the product to the customer as and when required through the trained
persons.
Customer database have to maintain for further contact by Samsung e-digit
solution of retain their customers.
Samsung e-digit solutions have to introduce a minimum of 3 months instalment
credit periods to satisfy their customers.
After their service, the showroom has to pass the information to their respective
customers regarding the service completion.
The showroom has to increase the availability of spare parts to avoid the
inconvenience among the customers to use the product as their wish.
While promoting all Samsung products the Showroom have to introduce free gifts
or trade discount to increase the sales.
In future period, number of Samsung service centres have to be increased in erode
town to provide enough services for their customers.
5.3 CONCLUSION
From this study, it is very clear that Ascent e-digit showroom has a great positive
impact among the high class and middle class people who are living in the ERODE town.
They increasing more number of electronic product issued to the used to middleclass. .
Its the present day demand to run hand with the latest technology. If the same strategy is
continued or even improved, this scheme will create a great good will by ascent e-digit
showroom. With the present study an attempt is made to describe the existing situation
regarding consumers perceptions about Samsung products. The study found that the
groups of buyers and non-buyers have significant differences in demographic
characteristics.
APPENDIX
A Study on Customer Satisfaction towards After-Sales-Service of Selected
Samsung Electronic Products with - Special Reference to
Ascent e-Digit Solutions (P) Ltd, Erode
Questionnaire
1. Name:
2. Gender
a) Male
b) Female
b) 31-40years
a) Married
c) Above 40years
b) Unmarried
5. Education
a) Illiterate b) School Level
c) College d) Professional
e) Others (Specify)
6. Occupation
a) Agriculture
b) Business
c) Professional
d) Teacher/Professor
e) Employee
f) Others (Specify)
7. Income
a) Below 10,000 b) Rs. 10,000-15,000 c) Rs. 15,001-20,000
d) Rs. 20,001-25,000
b) Good
c) Fair
d) Poor
e) Worst
11. kindly tick ( ) the following which factors would you consider while buying
Samsung products.
(VH- Very High, H- High, M- Medium, L- Low, VL- Very Low)
12.
Serial
Factor
VH
H
No
1
Performance
2
Design Style
3
Service
4
Durability
5
Affordable Price
6
Offers, price discount
7
All product availability
8
More models
9
Less maintenance cost
10
Reliability
11
Quick delivery
12
Exchange product value
13
Quality
14
After sales service
15
Gift
How for are you satisfied with the following factors?
VL
Factor
Performance
Design Style
Service
Durability
Affordable Price
Offers and price discount
All product availability
More models
Less maintenance cost
Reliability
Quick delivery
Exchange product value
Quality
After sales service
HS
DS
HDS
13.
15
Gift
Kindly tick
) the following that, why do you prefer this showroom?
HI
LI
VLI
Location
On time delivery
Price ( value for money)
Availability
After sales response
Knowledge of salesmen
Warranty, Guarantee
Comfortable
Technology up gradation
Superior quality
More models
Promotional offers
Quick delivery
Credit facility
14. How for are you satisfied with ascent digit solutions showroom with the
following factors?
(HS-Highly Satisfied, S-Satisfied, N-Neutral, DS- Dissatisfied, HDSHighly dissatisfied)
Factor
Location
On time delivery
Price( value for money)
All product availability
After sales response
Knowledge of salesmen
Warranty, Guarantee
Comfortable
Technology up gradation
Superior quality
More models
Promotional offers
HS
DS
HDS
Quick delivery
Credit facility
15. kindly tick (
) the following which among the following factors which
would you r expect in of after sales service in ascent digit solutions?
( HI-High importance, I- Importance, N- Neutral, L- Less importance,
VLI- Very less importance)
Factor
HI
LI
VLI
Response
Semi-Follow-up
Understanding and accessing of your problem
Staff efficiency staff courtesy and friendliness
While fault was being rectified were you informed of the
situation
Time taken to repair faulty equipment
Equipment returned to all function condition
Customer complain handling
Relationship maintain with customers
Service charges
16. How for are you satisfied with after sales services of ascent digit solutions
showroom with the following factors?
(HS-Highly Satisfied, S-Satisfied, N-Neutral, DS- Dissatisfied, HDSHighly dissatisfied)
Factor
Response
Semi follow-up
Understanding and accessing of your problem
Staff efficiency staff courtesy and friendliness
While fault was being rectified were you informed of the
situation
Time taken to repair faulty equipment
Equipment returned to all function condition
Customer complain handling
Relationship maintain with customers
HS
HDS
17.
How do you come to know about Ascent e-digit solutions Samsung showroom?
a) Television
18.
b) Word Of Mouth
c) Dealer
d) Bill board
19.
b) well informed
c) Poorly Informed
20.
Based on your overall experience in the after sales service of Samsung, would
you buy another electronic product from Samsung?
Yes [ ]
No [ ]
d) Others (specify)
21.
22.
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